LEGO Group Success with Constructible Action Figures.

Strategic design research leads to a breakthrough concept.






LEGO Group Success with Constructible Action Figures.


Strategic design research leads to a breakthrough concept.



SLIZER®, Bionicle® and Hero Factory® by the LEGO Group are collections of construction-toy action figures with playful functions and accessories.

LEGO Global Innovation & Marketing is responsible for the development and marketing of the LEGO Group’s construction-toys.

DEVELOPA was responsible for delivering the front-end concept material that lead to the LEGO Group entering the action figures category. Paradigms were challenged and rules were broken as design and user centred research, ideation techniques, and concept formulation tools where coupled to create a concept foundation on which the LEGO Group could build.

The concept of collecting is instinctively appealing to people of all ages, especially children. Action-figures are bursting with character; something they share in common with all children. Recognising patterns in modern family life and society helped deliver this product through new channels at a ‘pocket money’ price. The LEGO Group developed this concept into the initial SLIZER® product range; it became an immediate success.

Following the success of SLIZER®, the LEGO Group further developed the concept foundation to create the subsequent BIONICLE® and HERO FACTORY® brands.

DEVELOPA assists the LEGO Group in the continuation of this concept, product and brand.


DEVELOPA roles: Design Process, Design Research, Design Strategy, Industrial Design


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